JioHotstar Commits ₹4,000 Crore to South Content Following Massive Viewership Surge

JioHotstar reported stronger engagement from southern markets, with watch time for South content rising by around 70%, as per news reports.   

Viewers in the region are spending more time per session and completing more titles across genres. The southern states also showed higher subscription depth and stronger retention compared with other markets. 

Investment Plan and New Releases 

To expand its catalogue, the platform will invest ₹4,000 crore over the next 5 years. It plans to introduce 1,500 hours of new programming in the coming year.  

The latest slate features 25 titles, including originals, films, and series. Around 75% of this year’s South originals have selected JioHotstar for their release. 

Production Activity and Viewing Trends 

In the past 10 months, the platform has worked with more than 500 writers, directors and showrunners. Growth has been recorded across scripted shows, non-fiction formats and long-form programming.  

More than 80% of Malayalam viewing comes from audiences residing outside Kerala. Recent titles such as Lokah Chapter 1: Chandra and the Telugu fantasy film Mirai were among the most-watched films on the service in 2025. 

Industry Context 

The expansion comes amid slower sector growth. Ormax Media data shows user growth on streaming platforms at 9.9% this year, compared with 13-14% in 2023-24.  

International developments, including Netflix’s agreement to acquire Warner Bros’ film and television businesses, are expected to influence the competitive mix for English-language audiences in India. 

Regional Partnerships and Advertising 

JioStar has signed a letter of intent with the Tamil Nadu government to support the state’s creative and production infrastructure.  

Advertising from southern markets has risen, with a 50% increase in local advertisers on the platform over the past 10 months. The company said regional advertisers are allocating larger budgets to digital video. 

Read More: JioHotstar Achieves 1 Billion Downloads Milestone on Google Play! 

Conclusion 

JioHotstar’s expanded investment and increased programming output show the growing weight of South content within its overall catalogue and viewing base. 

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